Millions of people make the pilgrimage for the Kumbh Mela, and it's easy for people to become separated from their loved ones throughout the spiritual gathering — especially the elderly and young children. Since many don't have mobile phones and have a hard time remembering phone numbers, it can be hard to re-connect people in thee situations. Leading telecom brand Vi created a unique solution at Maha Khumb Mela in 2025 by setting up a space where people could get complimentary bracelets made of sacred Rudraksh and Tulsi beads engraved with the personal emergency contact numbers of their family members or companions.